2. PRESENTERS
Cassie Roberts Rebekah Hardage Aaron Pederson
Manager, Sales & Marketing Manager Technical Directo
Partnership Saffire Events
Experience: Experience: Experience:
Received BS Public Received a BA in • Leads a team of
Relations, & Journalism & Public highly skilled
Masters Sport Relations from Baylor programmers
Management, The University • Finds the perfect
University of Texas Expertise in email technology for the
United States marketing, social job
Olympic Committee media, analytics, etc. • A different breed
Rodeo Austin Manages all marketing of techie – speaks
efforts for Saffire English!
3.
4. WHAT’S COOL ABOUT EMAIL?
NOT COOL:
One of the oldest online marketing
tactics
5. WHAT’S COOL ABOUT EMAIL?
COOL:
67% of global marketers rated
email the most successful digital
marketing tactic
Source: CMO Council, May 2012
6. COMPELLING REASONS TO EMAIL
• Email is the top revenue generator for
many companies (even above social
media)
• Email gives some of the fastest results,
often within 24 hours
• Email is the most cost-effective marketing
tool
7. GUIDE TO EMAIL MARKETING
MAKE A GAME CREATE A LIST WRITE THE INCLUDE GOOD USE A STRONG TRACK THE LEARN AND
PLAN OF RECIPIENTS MESSAGE IMAGERY SUBJECT LINE PERFORMANCE REPEAT
8. STEP 1: MAKE A GAME PLAN
MAKE A GAME CREATE A LIST WRITE THE INCLUDE GOOD USE A STRONG TRACK THE LEARN AND
PLAN OF RECIPIENTS MESSAGE IMAGERY SUBJECT LINE PERFORMANCE REPEAT
9. SET YOUR GOALS
Two things to tell people:
1. What you want them to hear
2. What people want to hear
10. WHAT WILL YOU SAY?
Get a group of people together who
represent your target audience
• Brainstorm all the reasons
people come to your event
• Match topics to reasons
11. FLESH OUT THE DETAILS
Plan for:
• How often will you say it?
• Unless you’re big, don’t publicize
schedule
• What day of the week will you
say it?
o Tuesday (try Wednesday or Friday for fun!)
• What time of day will you send
13. STEP 2: CREATE A LIST OF
RECIPIENTS
MAKE A GAME CREATE A LIST WRITE THE INCLUDE GOOD USE A STRONG TRACK THE LEARN AND
PLAN OF RECIPIENTS MESSAGE IMAGERY SUBJECT LINE PERFORMANCE REPEAT
14. EMAIL YOUR PEEPS
• Outlook contacts
• Board of directors
• Volunteers
• Sponsors
• Exhibitors
• Past purchasers
• Etc.
15. GET ADDRESSES ONGOING
Online
• On every webpage
• When people share an event photo
• When they complete an online form
• On Facebook, offer Like and email
signup
• On Twitter, promote by teasing pending
campaign
Offline
• Door prize or signup at events
16. STEP 3: WRITE THE MESSAGE
MAKE A GAME CREATE A LIST WRITE THE INCLUDE GOOD USE A STRONG TRACK THE LEARN AND
PLAN OF RECIPIENTS MESSAGE IMAGERY SUBJECT LINE PERFORMANCE REPEAT
17. WRITE THE MESSAGE
Use ideas from your brainstorming/calendar
Consider a “pyramid” approach
• One main story
• Two smaller features
• Then you can test one against others
Goal: Clicks!
18. STEP 4: INCLUDE GOOD IMAGERY
MAKE A GAME CREATE A LIST WRITE THE INCLUDE GOOD USE A STRONG TRACK THE LEARN AND
PLAN OF RECIPIENTS MESSAGE IMAGERY SUBJECT LINE PERFORMANCE REPEAT
19. WHAT MAKES A GOOD IMAGE?
The best email images are the ones
that make people click!
Use zoom/cropping
Use photos of people looking at the
camera
20. STEP 5: USE A STRONG SUBJECT
LINE
MAKE A GAME CREATE A LIST WRITE THE INCLUDE GOOD USE A STRONG TRACK THE LEARN AND
PLAN OF RECIPIENTS MESSAGE IMAGERY SUBJECT LINE PERFORMANCE REPEAT
21. STEP 5: USE A STRONG SUBJECT
LINE
Good content and images
lead to CLICKS,
but a good subject line
(sent at right time)
leads to OPENS!
22. STEP 5: USE A STRONG SUBJECT
LINE
What makes a good subject line?
• Include something recognizable
• Use action words
• Not too spammy
• 50 characters or less
o Turn into Tweet:120 characters, # and shortened
URL
o Turn into Facebook:150 characters, graphic and
no #
23. STEP 6: TRACK THE
PERFORMANCE
MAKE A GAME CREATE A LIST WRITE THE INCLUDE GOOD USE A STRONG TRACK THE LEARN AND
PLAN OF RECIPIENTS MESSAGE IMAGERY SUBJECT LINE PERFORMANCE REPEAT
24. TRACK THE PERFORMANCE
Kendra’s Law:
If you’re not measuring marketing,
you’re not marketing!
25. WHAT TO TRACK
Per email
• Open rate
• Click-through rate (CTR)
• Response rate – web visits, revenue
Over time
• House file size
• Churn (percentage who leave your list)
• Cost/email
• Revenue/email
26. SAMPLE OPEN RATES
Varies by client
• 9-15% on low end
• 30-35% on high end
Who has the highest open rate?
• Good subject line
• Clients who sell online
• Clients with a strong brand
• Sent at right time/day (Tuesday mid-
morning)
27. SAMPLE CLICK RATES
Not as much variance
• Around 10-20%
Depends on call to action, so use action
words
• Get More Info!
• Sign Up!
• Buy Now!
• More Photos!
Don’t tell the whole story.
28. STEP 7: LEARN AND REPEAT
MAKE A GAME CREATE A LIST WRITE THE INCLUDE GOOD USE A STRONG TRACK THE LEARN AND
PLAN OF RECIPIENTS MESSAGE IMAGERY SUBJECT LINE PERFORMANCE REPEAT
29. WHICH EMAILS ARE MOST
EFFECTIVE?
Track which emails are most effective in terms
of:
• Opens
• Clicks (for each topic)
• Site visits/revenue
Let that be your guide for your editorial
calendar.
CONTINUE TO TWEAK
You can see it’s not, just by the numbers of accounts and messages sent every day!
But first, let’s talk in general about how to do email marketing. Here are some things we think are keys to success.We’re going to go through each of them and give you recommendations about how to do them successfully.
The first step is to have a game plan.
I think what news you will share can be done in a brainstorming session with stakeholders. The goal is to get as many potential topics of interest to CUSTOMERS as possible. It can’t be all news you want to share. It should be news people want to read! Example: We want to share what new clients we have and websites we launch. But people don’t click on those near as much as behind the scenes, photos, recipes, etc.JENNIE, THE QUESTIONS ARE GOING TO BE FOR YOU
Here are some questions to ask yourself. Don’t worry, we’ll go through the answers.
This is a format I’ve loved and used for years. It’s super simple (and I can send it to you – just request it). Just put the dates down the left and the mediums across the top. Then start filling in things from your brainstorming session.
I’m always surprised that events don’t have email lists that they email on a regular basis. Does anyone here not email yet?
If your website is interactive, you should give people the chance to self-identify every time they interact with your site. Then think of the other places you interact with potential customers, and start capturing them there too.
Now you take your ideas you’ve put into your calendar, and pick the one(s) to send, and write your story – but don’t put the whole thing in your email. Put a few sentences, and link to your website or blog, where people might get “sucked in” to learn more. I love including more than one article, so you can test them against each other. Then have an office pool as to which one will get the most clicks – I bet you’re surprised!
Research on what makes people click online images shows that the least likely photos to attract info are ones where there are no people, better are ones with people not looking at the camera, but the best are ones with people looking at the camera. Why? They ENGAGE! Try it!Early in my career, I was a writer, so it’s very dismaying to me that I work on a medium where people don’t read. But I work it by having short, punchy copy and lots of pictures.
We talked about how your goal in your content is to get clicks to your website, blog or Facebook. But none of this means anything if people don’t open it in the first place! Make sure you have a good subject line!What is a good open rate?
We talked about how your goal in your content is to get clicks to your website, blog or Facebook. But none of this means anything if people don’t open it in the first place! Make sure you have a good subject line!What is a good open rate?
There is so much to learn from looking at your statistics.
Lastly, you want to learn from your statistics and do more of what customers engage with!Jennie, I think you should talk about your member pre-sale and line-up announcements, where your open rates are double typical, and your clicks are up to 10 times as high! For daily emails, clicks and opens tend to go up every day during the event (so start them early?). I think be honest that revenue and site visits varies, but you always feel like there’s a cumulative benefit to communicating with customers. As far as trends, I’d talk about how your enews used to be totally separate from Behind the Chutes, but now it’s integrated – a sign of the times! Not sure what else here.As far as what to tell smaller events, talk about the budget for email vs. other marketing mediums to say it’s worth it!